Showcase
Breaking stereotypes
SR Auto • Lynk & Co • 2026
Insight
In today’s automotive industry, making purchasing decisions has become increasingly challenging. Consumers find it difficult to trust a brand, and when it comes to a Chinese-manufactured vehicle, existing biases and preconceptions are often amplified.
Idea
In this video, we created German, Japanese, and American characters representing comfort, high quality, and spaciousness. At the beginning of the video, each approaches with a preconception. As they experience the car, their different perspectives and stereotypes gradually change, and their preconceptions are broken. Our goal is to show viewers that Chinese cars can offer German-level comfort, Japanese-level quality, and ample space for Americans. These characters help convey the message directly and effectively to the audience.
Execution
The main goal is to break the stereotypes surrounding Chinese automotive brands. To achieve this, we represented three leading automotive brands from different countries — Japan, America, and Germany — through their national costumes. Each brand is recognized in the market for its own distinct quality, and we aimed to demonstrate that Chinese brands encompass all of these qualities combined — comfort, expanse and engineering excellence — proving that the existing stereotypes are no longer valid.
Impact
50% of Lynk & Co buyers have previously owned premium vehicles such as BMW, Mercedes-Benz, and others. The goal is to increase this percentage further—changing the perceptions of those with existing stereotypes and ultimately raising this figure to 80–90%.